Play the long game
Content marketing will always deliver results, but it can take a few months to build a loyal, devoted audience. Expecting quick-fire results can take the focus away from everything positive that content can bring to the table.
Content will create better customers and returns organically over a more extended period of time, so it is essential to commit fully to it so that you can reap the rewards. Remember, it is a marathon, not a sprint, so take a step back and look at the bigger picture.
Just say no
If you have decided to create a regular blog or news feed based on the requirements of your business, it is essential to focus entirely on managing these practices.
If a manager suggests skipping a documented strategy, say no. Do the same if an employee wants to create a podcast or video at the same time as a written piece of content is set to be published. Having the conviction to reject requests will keep your business on track.
Master of one
Building campaigns around one medium will make it easier for you to get great content out of the door quickly and consistently. Trying to launch with multiple content efforts can spread time and resource too thinly, and output and returns can suffer.
Content Marketing Institute’s Joe Pulizzi says that companies are often eager to launch multiple content efforts at once, but this can be disastrous as it sets them back immediately. Rather than being a jack of all trades, master one or two mediums and channels and build from there.
Leverage first-party data sources
Social media channels can be useful for driving organic reach, but in today’s world of changing algorithms and fake news, it is a good idea to look closer to home. Websites, emails and other first-party data sources should be the first port of call for creating subscription lists and not Facebook, Instagram or YouTube.
Content marketing efforts can be undermined by a CFO or higher-ups who are unable to fathom the value it delivers and attempt to pull the plug on funding, so try to be active in selling the benefits to budget controllers and decision-makers regularly.